Acquisition, a cornerstone of growth marketing, encompasses the strategic process of not only attracting but also engaging new customers or users across a diverse array of channels for websites or mobile apps. It serves as the critical initial stage within the AARRR framework, delineating the path from user discovery to eventual conversion. Depending on the specific objectives of the business, acquisition activities are executed through a combination of paid, organic, or hybrid methods. This targeted approach, often referred to as lead-acquisition marketing, is tailored to engage consumers who are already acquainted with a product or service and are actively considering their purchasing decisions. Successful implementation of acquisition strategies necessitates seamless collaboration among marketing, sales, and customer success teams, ensuring a unified approach towards achieving growth objectives.

There exist two primary types of acquisition:

1. User Acquisition: The process of acquiring users for a website or mobile app.

2. Customer Acquisition: The process of guiding a user to complete their initial purchase and transition into becoming a customer.

For instance, within an eCommerce setting, registering an account on the website constitutes user acquisition, while making the first purchase signifies customer acquisition.

Strategies for Customer Acquisition:

Digital marketers leverage a blend of diverse marketing channels to drive traffic towards their website and app. These strategies include:

– Traditional media such as TV, radio, print, and billboards

– Search Engine Optimization (SEO)

– Content marketing encompassing blog posts, articles, webinars, ebooks, infographics, etc.

– Utilizing web and mobile web banners leading to lead-generation landing pages

– App Store Optimization (ASO)

– Paid advertising on social media platforms

– Engaging in social media posts and interactive activities

– Implementing email marketing campaigns

– Collaborating with influencers for marketing purposes

– Harnessing the power of referral marketing

– Utilizing PR strategies and online publications

Key Metrics for Acquisition Measurement:

Some metrics to focus on when evaluating acquisition efforts include:

– Customer Lifetime Value (CLTV)

– Customer Acquisition Cost (CAC)

– Return on Investment (ROI)